Big plans for Makro online shop

Makro launched its new website, with full eCommerce services, on 31 March 2014. Good news for consumers is that this is only the first step, with a wide range of new products and services in the pipeline.

The new Makro website was built in conjunction with three main vendors – Wantitall.co.za delivered the e-commerce engine, Quirk did the front-end customisation, design and UX, and Fast Moving is handling its images.

Makro tested its new website on the “makrobeta.co.za” domain for a few weeks before launching on its main domain.

The reception to the new site was very positive, Makro said. “We were blown away by the fact that on the Sunday before launch, and in that short space of time, around 25 customers registered and 12 of them placed orders,” said Makro marketing director Melanie van Rooy.

“It’s rare that customers are as receptive to change as our customers have been with our new site. We were also pleasantly surprised by the feedback we received from the MyBroadband forum users who are really web savvy,” said van Rooy.

Good performance so far

Paul van de Waal, Digital Marketing Executive at Makro, said that they are happy that the traffic trends and conversion rates have been well aligned with their predictions. Average spend is higher than expected.

The new Makro website is receiving most of its traffic from Johannesburg, Pretoria and Cape Town. However, the site is also enjoying support from outlying areas.

“We have been pleasantly surprised with customers from outlying areas north of Polokwane and even in Aliwal North,” said van de Waal.

He added that 25% of the customers shopping online are new Makro customers, which bodes well for the company.

Another interesting stat is that the online customer is a decade younger than our instore customer.

Standing out in a crowd

With many large eCommerce players fighting for market share, it is not enough to simply be a ‘me too’ player.

Van Rooy said that there are many factors which sets the new Makro site apart from competitors, including its distribution model.

“Customers receive very competitive courier rates when ordering off the platform. This is due to fulfilment taking place from the nearest Makro store, reducing delivery distance as well as time, and resulting in a cost saving for customers,” said van Rooy.

Most items purchased through the Makro online store are delivered within 2 to 5 days. This includes large appliances.

Makro also offers a free “click and collect” option, and customers can order from the special order category and have the product delivered for collection at their local store.

“At this stage depending on the area, 30% of all orders are collected in store,” said van Rooy.

Another key advantage, said van Rooy, is their wide range of general merchandise goods being offered to customers.

“Customers now have access to nearly the entire general merchandise catalogue, which includes many products not typically sold by online retailers,” she said.

This is only the beginning

Makro’s new online shop started with general merchandise – hence non-liquor and non-grocery lines.

In the next phase the company plans to offer liquor for home delivery – both from an existing and extended assortment.

The company is also considering extending its online product range to include items which are not available in stores.

“That is definitely a key focus area over time and in fact is already available on our website as ‘online exclusives’,” said van Rooy.

More on Makro

New Makro online shopping website live